It really is heartbreaking seeing the old postcards of Asbury Park. I vacationed there as a boy with my family in the 60s. It was a very beautiful seaside town with both honky-tonk and class side by side. I don’t think anything like it exists today.

The St James and Mayfair were great theaters. How lucky people were back then to have such wonderful movie theaters to go to after a day at the beach and then a late evening stroll on the boardwalk.

Henry Rosenberg (the father of Walter) built this theater.
Rosenberg was the grandson of Oscar Hammerstein I, and uncle of Oscar Hammerstein II. Rosenberg(s) changed their name to Reade at the start of WWI

Just a clarification on Gary Crawford’s comment (April 17, 2008 at 11:23 am) that the theatre was originally named the Rosenberg Theatre. Again, it never was! It opened as the (Reade) St. James Theatre in 1917 and retaind that name, or a variation, until its demolition in 1974. Please, let’s check the accuracy of our comments. Thanks!

Saw Hello Dolly here in July ‘70. Believe it was in Todd AO. Wonderful roadshow theater. Comfortable with large screen. Sat mat and practically empty. No reserved seats and continuous showings. By that time roadshow presentation was just about dead though Dolly was still paying exclusive engagements and would go wide later in the summer.

I do think mezz was 50 cents more than orch or balc. Though I just sat there anyway and usherette didn’t mind.

Going through some old records, I believe that I took the info of the St. James being called The Rosenberg from George Clark, the longtime projectionist there. He was a walking history book, but he could spin a few yarns as well. With the evidence presented above, I officially retract my statements as to the original name of the theatre.